Alcoholic Drinks in Indonesia
Euromonitor International's Alcoholic Drinks in Indonesia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 144 | Publication date: Feb 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Healthy growth albeit at slower rate
Volume sales of alcoholic drinks continued to increase at a stable rate in 2008, although it was much slower than the rate in 2007. This was caused by significant increases in fuel prices from the first quarter of 2008. Purchasing power, especially among lower-income consumers, was significantly diminished, and this caused weaker growth in cheaper products which targeted lower-income consumers. However, the standard and premium segments were less affected, because most of the consumers in these segments are tourists, expatriates, and affluent Indonesians.
Demand exceeded supply in 2008
The sole importer responsible for handling imported alcoholic drinks, especially duty-paid products, into Indonesia, changed from Perusahaan Perdagangan Indonesia to Sarinah PT in 2007. This shift caused some products to become unavailable for a period of time in 2008; this was coupled with strong tourism growth in the first half of the year following the Indonesian government’s Visit Indonesia 2008 campaign. However, surplus stock and locally-manufactured products were able to cover the surge in demand caused by the increased number of tourists in Indonesia.
Two domestic publicly-listed companies maintain leadership
Indonesia’s alcoholic drinks market is dominated by two players, Multi Bintang Indonesia Tbk PT and Delta Djakarta Tbk PT. Beer consumption dwarfed that of other alcoholic drinks products in 2008. Both companies were pioneers in beer and continue to focus on the beer sector. The Bir Bintang and Anker Bir brands have been well known for many years and enjoy a loyal following. The two companies are largely untouchable, and also benefit from strong distribution networks in both the off- and on-trade channels across Indonesia.
Distribution of alcoholic drinks via modern grocery outlets
In 2008, supermarkets/hypermarkets and convenience stores were more popular channels for distributing alcoholic drinks particularly those with an alcohol content of less than 5%. Food/drink/tobacco specialists also enjoyed considerable popularity. Modern grocery outlets recorded the strongest increase in share of distribution in 2008, as distributors attempted to display their products in such outlets. Beer and RTDs were particularly evident in this channel and seen by more consumers who increasingly patronise such modern grocery outlets. Upmarket supermarkets/hypermarkets in major cities also tried to gain licences to sell high-alcohol content products such as wine and spirits to offer more alcoholic drinks products to consumers such as expatriates and foreigners.
Growth is expected to remain positive over the forecast period
Alcoholic drinks sales are forecast to record a slowdown although will remain positive in terms of volume CAGR compared with the review period. This will be driven mainly by positive growth of beer which is still expected to be the biggest sector over the forecast period. Beer is expected to continue growing positively since Indonesia has a relatively young population that prefers lighter alcoholic drinks that are affordable. Imported spirits will remain popular especially in the on-trade with young, upper-income consumers the key target market. Furthermore, affluent consumers are expected to consume more still light grape wine due to increasing health awareness. Therefore, overall alcoholic drinks will continue to grow although it will be constrained by the declining popularity of economy products since lower-income consumers will be impacted most by the economic slowdown during the first half of the forecast period.
Table of contents
ALCOHOLIC DRINKS IN INDONESIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth albeit at slower rate
Demand exceeded supply in 2008
Two domestic publicly-listed companies maintain leadership
Distribution of alcoholic drinks via modern grocery outlets
Growth is expected to remain positive over the forecast period
KEY TRENDS AND DEVELOPMENTS
Manufacturers and distributors promote products more intensely
Increasing number of entertainment places boosts alcoholic drinks sales
Prosperous year for domestic products and companies
Visit Indonesia 2008 boosts number of tourists entering the country
Specialist retailers
Summary 1 Leading Specialist Retailers 2007
Market mergers and acquisitions activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Wine Brand 2008
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
Table 7 Selling Margin of a Typical Imported Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private Imports
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - INDONESIA
ARPAN BALI UTAMA PT - ALCOHOLIC DRINKS - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Arpan Bali Utama PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 4 Arpan Bali Utama PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Arpan Bali Utama PT: Competitive Position 2007
BALI HAI BREWERY INDONESIA PT - ALCOHOLIC DRINKS - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Bali Hai Brewery Indonesia PT: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 Bali Hai Brewery Indonesia PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Bali Hai Brewery Indonesia PT: Competitive Position 2007
DELTA DJAKARTA TBK PT - ALCOHOLIC DRINKS - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Delta Djakarta Tbk PT: Key Facts
Summary 10 Delta Djakarta Tbk PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Delta Djakarta Tbk PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Delta Djakarta Tbk PT: Competitive Position 2007
MULTI BINTANG INDONESIA TBK PT - ALCOHOLIC DRINKS - INDONESIA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Multi Bintang Indonesia Tbk PT: Key Facts
Summary 14 Multi Bintang Indonesia Tbk PT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Multi Bintang Indonesia Tbk PT: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 16 Multi Bintang Indonesia Tbk PT: Competitive Position 2007
BEER IN INDONESIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 17 Lager by Price Band 2008
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2003-2008
Table 25 Sales of Beer by Subsector: Total Value 2003-2008
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 27 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 31 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 32 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 34 Beer Exports by Country of Destination: Total Value 2002-2007
Table 35 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 36 Beer Imports by Country of Origin: Total Value 2002-2007
Table 37 Company Shares of Beer by National Brand Owner 2003-2007
Table 38 Company Shares of Beer by Global Brand Owner 2003-2007
Table 39 Brand Shares of Beer 2004-2007
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 41 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN INDONESIA
RTDS/HIGH-STRENGTH PREMIXES IN INDONESIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 54 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN INDONESIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Wine by Subsector: Total Volume 2003-2008
Table 60 Sales of Wine by Subsector: Total Value 2003-2008
Table 61 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 62 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 66 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 67 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 68 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 69 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 71 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 74 Sales of Still Red Wine by Quality Classification 2003-2008
Table 75 Sales of Still White Wine by Quality Classification 2003-2008
Table 76 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 77 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 78 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 79 Wine Exports by Country of Destination: Total Value 2002-2007
Table 80 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 81 Wine Imports by Country of Origin: Total Value 2002-2007
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 84 Brand Shares of Still Light Grape Wine 2004-2007
Table 85 Company Shares of Champagne by National Brand Owner 2004-2007
Table 86 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 87 Brand Shares of Champagne 2004-2007
Table 88 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 89 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 90 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 91 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 92 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 93 Brand Shares of Non-grape Wine 2004-2007
Table 94 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 95 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN INDONESIA
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 98 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 99 Sales of Spirits by Subsector: Total Value 2003-2008
Table 100 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 101 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 104 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 106 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 107 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 108 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 109 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 110 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 111 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 112 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 113 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 114 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 115 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 116 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 117 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 118 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 119 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 120 Liqueurs Production: Total Volume 2002-2007
Table 121 Company Shares of Spirits by National Brand Owner 2003-2007
Table 122 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 123 Brand Shares of Spirits 2004-2007
Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 125 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013